Study Transformed into Magic: Clues for the Future
In a dark room, a student sits under the soft glow of a desk lamp. However, there’s something special about her. She holds a pen shaped like a quill and has a blanket draped over her shoulders like a cape. Soft sounds of ‘Gryffindor House ASMR’ play in her ears. For this student, textbooks are no longer just rigid letters; they are ancient tomes filled with spells to save the world. At this moment, she is not studying; she is the protagonist in a world, undertaking a great task.
This peculiar yet charming scene is not just an unusual habit of one student. Right now, it represents the most powerful way Generation Z enjoys the world and motivates themselves, a crucial clue to glimpse the future.
Experts call this phenomenon, where individuals deeply and passionately explore their preferences to gain energy for happiness and growth, ‘Digging Momentum’. It means ‘Digging’ into what you love like a vein and gaining ‘Momentum’ in life through that power. What was once a simple hobby has magically transformed into a journey of finding the true self and changing the direction of life.
Now, let’s dive deep into this exciting world of ‘digging’ together. What lies at the end of their passion, and how is this passion changing the world? Let’s begin that story now.
Chapter 1: From ‘Otaku’ in the Shadows to ‘Digger’ on Stage
In fact, the culture of passionately immersing oneself in something, known as ‘fandom’, is not a new story. We remember the term ‘otaku’. Once, this word had a somewhat negative connotation, referring to a minority trapped in their own world. Fandom was more about quietly enjoying rather than showcasing in front of others.
But the ‘Diggers’ we meet today are different. They do not hide their passions. Instead, they shout from the center of the world, “I love this so much!” and make it part of their identity. Digging is not an escape from reality; rather, it has become a wonderful exploration that enriches the harsh reality and helps them find their ‘true self’.
What has caused this change?
#1. Cultivating My Own Garden in Times of Chaos
As pandemics and economic uncertainties shake the world, people find stability in small worlds they can cultivate themselves. A garden filled with things I love becomes a safe haven that shields against any storm.
#2. How Generation Z Uses Their Hearts
Growing up in a digital world, Generation Z values emotional satisfaction, or ‘Nashimbi’ (the value of my heart) and ‘Gasimbi’ (the value of my feelings), as much as cost-effectiveness. They spare no time or money for experiences they feel are valuable. For them, digging is not hard labor but a joyful play in itself.
#3. A Journey to Find the ‘True Me’
In an era where many live with various personas on social media, Generation Z is paradoxically more sincere than anyone in asking, “Who am I really?” Digging is the process of finding the answer to that question. As they become experts in specific fields, they feel a strong sense of achievement, and what they love becomes the most definitive proof of who they are.
Ultimately, digging has evolved from mere consumption into a ‘curation’ act that shows one’s identity to the world and connects with others. Diggers have become creators of new cultures and evangelists who spread that culture widely.
Chapter 2: Three Paths of Passion: Exploring Types of Digging
Generation Z’s digging cannot be defined by a single form. Depending on how they dig, it can be broadly divided into three paths. Let’s enter their world together!
#1. Worldview Architects: Conceptual Digging
This type adds a special worldview to ordinary life, enjoying every moment as if it were a game. The ‘Hermione Study Method’ we encountered in the prologue is a prime example. Imagining ‘I am casting a spell right now’ adds immense immersion to boring study. It’s as if they have become the protagonists of a role-playing game.
#2. Experience Curators: Collecting Digging
These individuals go beyond simply collecting items; they also collect ‘experiences’ and ‘relationships’ that are not visible. Think back to the ‘Pokémon Bread Tumbler’ craze that once swept the nation. The satisfaction of obtaining a rare sticker, and the joy of sharing it on social media, is the power of collecting digging.
This trend has now led to the ‘N-time viewing’ culture, where people watch musicals or concerts dozens of times. One musical fan says, “Discovering the changing expressions and breaths of the actors every day is living art that cannot be felt through video.” N-time viewing is not merely a repetition of the same experience but the most intellectual exploration of collecting new emotions each time.
#3. Relationship Explorers: Relational Digging
These are people who become even more passionate when they are ‘together’. They connect tightly with others who share the same interests, amplifying the joy of immersion.
The story of BTS leader RM and the fandom ‘ARMY’ best illustrates this power. The art gallery RM visited became a ‘holy site’ for ARMYs. Fans embarked on an ‘art pilgrimage’ following his footsteps, experiencing the world he loves together. This became a massive cultural phenomenon that not only followed a star but also formed deep bonds and invigorated the entire art community.
| Type of Digging | Core Concept | Key Examples and Stories | Core Motivation |
|---|---|---|---|
| Conceptual Digging | Maximizing experiences by immersing in a specific theme or worldview | • ‘Immersive Study Method’ (Hermione, Joseon Scholar) • Hyper-realistic web content (Shortbox) • Thematic pop-up stores (Dukkeob Sanghoe) |
Meaning Creation: The desire to add an interesting story to a boring daily life |
| Collecting Digging | The act of gathering items or special experiences for satisfaction | • Pokémon Bread Tumbler • Generation Z Art Collectors • Musical ‘N-time Viewing’ |
Expertise & Rarity: The desire to own what others do not and to become an expert |
| Relational Digging | The act of connecting with others who share the same interests to amplify joy | • Online fan communities • ‘Fandom Tours’ (Holy Site Pilgrimages) • BTS RM and the Art World |
Belonging & Empathy: The desire to find and share a community that understands one’s passion |
Chapter 3: Digging Economy, 8 Trillion Won of Fan Sentiment Moves the Market
The passionate digging of Generation Z has now transcended their play and birthed the ‘Digging Economy’, creating immense economic value. As of 2020, the market size of the fandom economy reached a staggering 7.9 trillion won. It has become a massive force that changes the landscape of industries, no longer a niche market.
- Success Story 1: Hite Jinro ‘Dukkeob Sanghoe’ A pop-up store that turned the mascot ‘Toad’ into an icon. It successfully sold not just products but a ‘worldview’ by providing a playground called ‘Adult Stationery Store’ and selling limited-edition goods.
- Success Story 2: Convenience Stores Become Treasure Islands From Pokémon Bread to Sanrio, convenience stores are no longer just places to buy goods. They have become treasure islands where people experience the joy of ‘getting rare items’ and ‘certifying’ them on social media.
- Success Story 3: Platforms for Digging Life ‘Class101’ supports digging into learning, while ‘Bungae Jangteo’ facilitates preference-based second-hand trading, turning the lives of diggers into business.
All these cases present companies with a new challenge of ‘Hyper-Personalization’. Only those companies that understand each customer’s unique ‘digging’ area, empathize with their passions, and provide tailored experiences will survive.
Chapter 4: The Future We Are Digging Into
The digging momentum is changing the future we will live in, beyond just a trend.
#1. The Future of Work: The Era of ‘Combining Passion and Profession’
What was once a fortune permitted only to a few, ‘combining passion and profession’, will become more common. The specialized knowledge accumulated through digging will become a powerful competitive edge in itself. This will lead to explosive growth in the ‘Creator Economy’, where individuals earn income from their expertise.
#2. The Future of Consumption: Consuming ‘Worldviews’
Future consumers will buy not just products but the stories and worldviews contained within those products. Companies must design ‘bait’ that consumers can deeply dig into from the product planning stage to survive.
#3. The Future of Society: The Rise of Preference Communities
Beyond traditional communities centered on blood and locality, online-based ‘preference communities’ that ‘dig’ the same things will become the center of social connections. While they create new bonds across generations and regions, they may also lead to the ‘filter bubble’ phenomenon, where they become trapped in their own worlds, which is a challenge we must all consider.
The Future Lies in ‘Deeper Places’
We have explored the world of Generation Z’s playground, ‘Digging Momentum’. Through this journey, we have learned that digging is a joyful and fierce survival method for a generation living in uncertain times, seeking meaning, expertise, and community.
The digging momentum reminds us that happiness in life can exist not in broad and shallow experiences but in deep and passionate immersion, even if narrow.
Now, let’s pose the final question.
What is that something you dig into, losing track of time, that makes your heart race just thinking about it?
When the world demands us to excel at everything, perhaps the most powerful weapon is to become an expert in something you truly love.